You are the brand

You are the brand / Steve Adubato.

"Steve Adubato's entire professional life has been about branding-learning it, living it, making mistakes at it, teaching it at several universities, while discovering how to find the fine line between shameless self-promotion and smart, strategic branding-first for himself, then for other...

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Bibliographic Details
Main Author: Adubato, Steve
Format: eBook
Language:English
Published: New Brunswick, N.J. : Rutgers University Press, ©2011.
Subjects:
Branding (Marketing) > Case studies.
Branding (Marketing)
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
BUSINESS & ECONOMICS > General.
Case studies
Online Access:Click for online access
Table of Contents:
  • Tiger Woods : no one walks on water
  • Buddy "the cake boss" Valastro : baking cakes and living dreams
  • JH Cohn : branding for accountants? Why not!
  • Toyota : putting the brakes on its brand
  • Michael Port : living by the "golden rule"
  • Blackberry : the brand you "can't live without"
  • Barack Obama : a brand in transition
  • Coke : it's the real thing
  • Thirteen/WNET.org : beyond Sesame Street and Bill Moyers
  • TD Bank : beyond colors, letters, and logos
  • The Catholic Church : a brand in constant crisis
  • Toast : knowing where your bread is buttered
  • The New York Yankees : a lot more than a baseball brand
  • The Kennedys : the rise and fall of America's "royal family"
  • Hospital brands : hospitals branding in challenging and uncertain times
  • Starbucks : "your usual, Steve?"
  • Blackwater : changing your name doesn't fix your reputation
  • Campbell soup : engage your employees
  • awaken your brand
  • Nick Matarazzo : staying in the game
  • Martha Stewart : boy
  • was I wrong
  • Bobbi Brown : keeping it real
  • Oprah : the "Babe Ruth" of modern-day branding
  • BP Oil : total brand destruction
  • TODAY : it's about yesterday, today, and tomorrow
  • Howard Stern : "the king of media"
  • E*TRADE : when your brand is a "baby"
  • Gibbons : one name can communicate so much
  • Governor Chris Christie : when being "blunt" is your brand
  • Lebron James : when your "decision" hurts your brand
  • Newsweek : Times they are a-changing
  • Daniela Costanzo : spinning her magic
  • Sarah Palin : so you want to be taken seriously?
  • Rutgers University : the Block R success story
  • TJ Nelligan : doing well by doing good
  • Eliot Spitzer : go figure
  • Wells Fargo/Wachovia : two banks into one
  • the bottom line
  • Make-a-Wish Foundation : granting lasting wishes
  • Fox News: love 'em, hate 'em, trust 'em
  • watch 'em.

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